The Wine Experience

Millennials are driving growing wine consumption, particularly in restaurants. Today, about half of adults age 21+ are wine drinkers. Most of them report ordering wine in restaurants as well as purchasing it at retail stores to drink at home. About one-sixth of consumers (or to put it another way, a third of wine drinkers) buy wine in retail stores but do not customarily order it in restaurants. In addition, a small group—3%—report that they do order wine in restaurants but ...

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